The newly renovated Hotel FOX - home to 800 journalists during the event – the temporary night club Club FOX and the combined car showroom/gallery Studio FOX were the central elements to communicate the story of the new Volkswagen. Furthermore, competitions and events in the fields of art, design, fashion, hotel service, gastronomy and music successfully abolished the boundaries between the organizers and the consumers of Project FOX.

In Europe, Project Fox generated four times the media coverage than usual for a new Volkswagen. In Denmark, Project Fox received ten times more media attention than a normal VW launch. The Project Fox image was transfered to the Fox establishing it as a vehicle for young, urban living